Case Study: Entain achieves hyper-personalized, enterprise-wide CRM and higher player value with Optimove

How Entain Built a HyperPersonalized, EnterpriseWide CRM Machine

Entain, a global gambling and betting operator with leading brands like bwin, Ladbrokes and PartyCasino, needed a way to communicate at massive scale while respecting different brand identities and regulatory requirements. The company sought timing‑optimized, multi‑channel messages tailored to individual player behavior and to dramatically shorten ideation‑to‑execution cycles and increase marketing agility across regions.

Using Optimove, Entain implemented a dynamic, hyper‑segmented CRM model that builds daily target groups by lifecycle stage, device, game preferences, predicted value/churn and more, enabling hundreds of personalized, multi‑channel campaigns and quick replication of successful EU strategies to US brands. Advanced measurement (test/control, multivariate testing and segment KPIs) powered continuous optimization, delivering measurable gains: +16% average deposit, +81% average casino bet, +39% customer average future value and a 16% reduction in churn.

Entain

Claus Hansen

Director of CRM, Roar Digital